Chapter One of the Copywriter’s Handbook covers some of the basics of copy writing. The book begins with a quote that sums up much of what the book covers, “A copywriter is a salesperson behind the typewriter.” Here are some basic points that this chapter covers.
- The main goal of advertising is to sell products.
- Many times the most cheaply produced ads can be the most effective because they are straight forward and direct.
- More glitz, glamor and “schlock” does not always mean an increase in sales. Here, Bly gives an example of a direct mailing that was sent out. It was a 4 page pop up, colorful brochure and while the company received compliments on the uniqueness of the ad, sales did not really increase.
- As the copywriter, the main objective is to figure out what would make the consumer want to buy the product, not to worry about the art.
- Bly then gives the thoughts of other advertising professionals who feel the same way as he does. My personal favorite was “Humorous ads are troubling because you have to create a link to the product and it’s benefit. Often, people remember a funny ad but they don’t remember the product.”
- There are 3 things that a copywriter must do in order to make sure that they are writing copy that will convince the consumer to buy:
- Get attention
- Communicate
- Persuade
- In this chapter Bly also touches on how his teachings apply to the Internet. He reminds us that just because the Internet is a cheaper and more efficient way to get your product out there, does not mean the human nature changes. The teachings of this book still apply. Bly has noticed some changes that apply but the basics still hold true. Be concise, make your copy relevant to the reader/consumer, address the reader in an intelligent manner and focus on what they perceive as important, realize that people have less time and that providing convenience and speed is a huge selling point. Finally, what the Internet does provide is an added way of communicating with the consumer.
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